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Real Estate Marketing Myths
May 01

3 Real Estate Marketing Myths

By Lauren Waller | Real Estate

We are all prone to believing myths (for example, print is dead). But every industry is prone to believing its own set of myths. Business owners in this modern, technological age are predisposed to believe their own. Below are three real estate marketing myths that are common to real estate agents everywhere.

1. It’s all about word of mouth

This myth is believed in any industry because it can be said in any business: word of mouth is the best form of advertising. Though it may be the best, it’s rarely enough. In any business, but especially in real estate this is true. Even if you referral base is strong, if you aren’t constantly gaining new leads, you are always at risk.

2. If you build [a website], they will come

Websites serve as an excellent brochure. They share your expertise and display your products, but having a snazzy, dynamic, engaging website is not enough to bring clients to your doorstep. They must first know you exist.

The main goal of your real estate website should be to help you convert leads into sales. Morris Marketing Group puts it well when they say “for a home to sell, buyers must 1. know it exists, 2. know how and where to find it and 3. Be compelled to go see it. The same goes for a website.”

For a home to sell, buyers must 1. know it exists, 2. know how and where to find it and 3. Be compelled to go see it. The same goes for a website.

3. Social media will bring me new clients

Many real estate agents believe that if they have a strong presence on social media and are actively spreading their message customers will come. Customers don’t hire businesses because the are all over social media. They hire them because the customer believes the company (or individual) will provide value.

Certainly, being on social media can be helpful, but putting all your eggs in the social media basket doesn’t mean that clients will come to you that way.

These myths are just three reasons it is essential to use a well-rounded marketing strategy that includes print. I help with mail marketing or social media graphics. Contact me today to request an estimate.

Real Estate Marketing Myths
Apr 01

5 Marketing Essentials for Realtors

By Lauren Waller | Print , Real Estate

Which industry do you think of when you think of print marketing? For many, the answer is real estate. While many agents say referrals produce the most leads (inman),  print is pretty well mixed with web as the next highest source.

Whether print is better or web is better doesn’t really matter because both are consistently used with great results. Both are important in real estate. However, it does say a lot that more than 80% of realtors spend more than $500 on printed materials each year.

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How do I use Direct Mail Farming
Mar 01

How Do I Use Direct Mail Farming?

By Lauren Waller | Print , Real Estate

“Another reason to consider direct mail is that it is a proven way to get advertising messages in consumers' hands” says the well-known business magazine, Forbes.  

Marketing is essential for every business, but it unfortunately does not follow a “one size fits all” formula. With everyone going digital, is there even still a place for print marketing? Though print marketing works for very well for specific types of businesses, it doesn’t work the same for all. Today, we’ll discuss how a specific type of direct mail marketing, geographic farming, works for realtors.

How do I use Direct Mail Farming

A very common method of marketing for real estate agents is called geographic, or direct mail farming. This marketing method, also called geographic farming, involves sending regular direct mail to a targeted geographic area.

Though an effective method of marketing, direct mail farming does not work over night. Relevancy, consistency, repetition, and time are all necessary ingredients to the geography farming recipe.

Goal

To begin an effective farming campaign, you must first have a clear goal. Do you want to be the “go-to agent” in a neighborhood, group of neighborhoods, or zip code? Defining a clear goal with a clear target audience with help you plan your marketing efforts.

Defining a clear goal with a clear target audience with help you plan your marketing efforts.

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Track the Responses

You must also track the responses to see if your campaign is effective. However, direct mail farming trends tend to look like a bell curve (Quantum Digital). It takes a while for a farming campaign to gain momentum and be effective. According to FitSmallBusiness, “The key to staying top of mind is touching everyone in your farm area multiple times. You should plan for at least two or three mailings before expecting a return.”

There are several ways to track responses. These include methods such as simply asking “how did you hear about me?” To slightly more complex methods like using a unique URL on your mailings.

Audience Appeal

For a farming campaign to appeal to your target audience, you need to speak directly to them. This means gathering specific, hyper-local information that your consumers are hungry for. 

Daley Mailer

When you use neighborhood newsletters, specialized postcards, open houses, and just listed or just sold postcards, you can be the go-to agent for this information. When you provide the value your market wants, you become who they go to.

ProspectPlus shares other information your customers may find valuable. This may include local school information, business information, community information, or even regular homeowner’s information.

The Bottom Line

Geographic farming is a proven method of effective marketing for real estate agents across the United States. 

Geographic farming is a proven method of effective marketing for real estate agents across the United States. If you or someone you know would like to try this method of marketing, please contact me today. Using a printer who specializes in direct mail keeps bulk mail prices low and save you money.

I will help you put together a plan for the design, printing, and mailing of your marketing materials. I have even developed various mailing templates for use in your efforts. If you give me your information to plug in to the template, the template will be ready to go.

If you would like to learn how to update templates yourself, please sign up to learn Affinity Publisher. This is the program I use to develop and create books, ebooks, postcards, social media graphics, and more.

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